The media-buying agency CIA Medianetwork claims to have a piece of software, Convict, that can match viewers to programmes if they provide a list of their three favourite shows Four Independent journalists decided to put it to the test. “If research could really tell you exactly whether everything would work, you wouldn’t need lots of well-paid programming executives – and they are the ones in charge of concept-testing”n. If programme-makers use concept testing to find out what people like, advertising agencies claim that with the appliance of science they are already tuned into people’s viewing preferences. It contained every cliche in the book.”Katherine Lannon maintains that concept-testing is still on a “smallish scale” at the BBC, and even when it is used on its own it would not dictate whether something was made or not “It is just one element of the whole commissioning debate. It’s the bit that keeps us in touch with the audience.” The corporation doesn’t admit to testing the turkeys of its output, such as Rhodes or Nostromo, but said that both series showed that it was willing to risk failure in the pursuit of creativity.David Brennan believes there is one basic reason why old-school television types needn’t worry about concept-testing taking over.

“There’s no way you could concept- test something like The Fast Show,” says Brennan. “You probably couldn’t even test a pilot, because it took three or four episodes for you to begin to understand the characters. But the fact remains that 95 per cent of what is on TV is nothing like as creative and innovative as The Fast Show. Most of it falls into standard genres that can be researched.”It is this that prompted one ITV programming department to try to create the perfect programme entirely by computer. All the elements of current shows were fed into a piece of software, including location, stars, characters and, of course, ratings “What emerged was horrible,” says Brennan.

“It was a half-hour, ensemble sitcom about binmen set in Manchester. “With those, you can tinker with the format once they are running. With a filmed drama, there’s not much you can do.” But even tinkering could not save ITV’s Man O Man and The Baldy Man entertainment shows. They tested badly, were made anyway – but flopped even after adjustment.Critics of concept-testing say it leads to bland programmes inevitably similar to those already on air, as only familiar concepts can be tested The Fast Show is a case in point. But the fact is that we did test it and we found the audience would accept it as long as the prostitution was in context.”The BBC began concept-testing in 1993, but uses it much less than ITV where every second of airtime has a commercial imperative to make money and bring in the right audiences for advertisers. With costs for location dramas hitting pounds 500,000 an hour it is hardly surprising that broadcasters test ideas before they spend.”Entertainment shows are less well-suited to concept-testing,” says Katherine Lannon, the BBC drama department’s development analyst.